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Radio Did Not Sell Itself to Candidates

11-6-2012

Cumulus CEO Lew Dickey says, when all the numbers are in, radio will learn it did not do as well as it could have during the 2012 political spending season. He blames part of that on the industry. "As an industry, we can do a better job, and we need to work on that." So who got the money and why did they get it?

Dickey says TV and Digital took a large enough share of political advertising dollars that radio will show a decline over the 2008, the last presidential race. He believes TV received more of the share because the economy is soft and TV was able to offer more inventory. "Radio is a pretty formidable weapon. I don't think candidates used it properly. We need to work on that." Dickey also says digital, specifically social media received a lot of the 2012 money as well.

Cumulus had projected a 20% increase in political advertising in Q3 but reported a 5% decline. Dickey is now projecting a total of $25 million in 2012 political advertising revenue for Cumulus.

(11/6/2012 9:22:24 AM) I hope broadcasters will focus on CANDIDATES and shun PAC money. Here in Ohio, we've been so deluged with PAC spots on TV and radio, that many people have tuned out over-the-air stations. It's time broadcasters ask themselves whether PAC spots are in the public interest. Do they really add to political discourse, or do they just disseminate lies and half-truths. You can't stop candidates from lying, but you can say no to PACs.

- Terry Etter

(11/6/2012 8:20:48 AM) Agreed - and talks should start tomorrow, the date after elections - first with all losing candidates and their respective parties.